VentureBeat: Q&A with AMD's Rick Bergman on the graphics sweet spot

VentureBeat writes: "Rick Bergman is the senior vice president and general manager of the graphics products group at chip company Advanced Micro Devices. His team of graphics chip designers –- formerly known as ATI Technologies until AMD acquired the company in 2006 - has scored well with the recent launch of the ATI Radeon HD 4800 series family. The so-called "sweet spot" strategy caught rival Nvidia flat-footed. While Nvidia created a high-end graphics chip that burned a lot of power, AMD created a smaller chip that targeted the middle of the market. It decided that it could put two such chips into a board to create a low-cost, top-performance solution for high-end gamers. Meanwhile, the single chips could be easily targeted toward the mid-range and low-end of the markets. Nvidia, by contrast, has had to wait longer to redesign its chips for the mid-range and low-end markets. The result has been a big shift in market share from Nvidia to AMD, whose graphics chip division is now profitable after a tough 2007. I spoke with him at AMD's recent analyst meeting at its headquarters in Sunnyvale, Calif., after Bergman gave an upbeat outlook for AMD's graphics business."

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